Tom Dixon Multiplex, Milan
Posted on May 10 2017
Tom Dixon wows the crowds yet again with his MULTIPLEX experience at this year's Milan Design Week, transforming the iconic Cinema and Galleria on via Manzoni.
As many of you will remember, back in 2015, Tom Dixon took over the old Selfridges Hotel and converted it into a series of concessions and interactive experiences called Multiplex. Two years later and Dixon is back, ready to take over Milan with his latest Multiplex project, transforming the iconic Cinema and Galleria on via Manzoni into a new concept shopping destination. Against a backdrop of retro Italian glamour, the brand showcased products and designs of Yesterday, Today and Tomorrow.
Converting the complex's shops for the week and taking over the enormous eight hundred and forty seater cinema and surrounding spaces, Dixon has managed to create a unique experience for visitors that not only exposes the very best of his own designs but many other brands also. What I have always loved about the Tom Dixon brand is their ability to reach areas that many do not attempt to go, creating experiences whilst injecting passion of design into many areas of life, from washing up to relaxation.
Arriving at Multiplex, visitors first walk through the Galleria, a shopping arcade full of little (and large) treasures. The Galleria contained boutique stores, showcasing the very best in design, including: The Chandelier Store where guests can immerse themselves in the mesmerising and modern Tom Dixon lighting designs, The Haberdashery showcasing the brand new Supertexture range of incredibly soft upholstery and fabrics; The Perfumery, where visitors can surround themselves with a world of beautiful fragrance; The Antique centre, taking classic and much loved designs from the brand and re-injecting them with new life, colour and presence. Finally, the last stop being the Rubber Workshop, where tyre giant Pirelli and Italian motorcycle manufacturer Moto Guzzi revealed a limited edition motorbike with tyres designed by Tom himself.
Moving on up the stairs to the cinema space, IKEA joined in the Multiplex fun by hosting its very own film festival, showing exclusive movies about creativity and radical design. The cinema was also used to stage the collaboration that Dixon has taken part in with the brand. The final stop for visitors was the beautiful Multiplex lounge spaces, creating glamorous film set style spaces where guests can treat themselves to a drink at the Jonnie Walker VIP lounge or a nibble at the Hack Bar, a cafe created by Arabeschi di Latte with Bibendum Food Experience, serving cinema and bar classics with a twist.
When it comes to world-class experiences during Milan Design Festival, Tom Dixon knows how to impress and most certainly pulled out all the stops to lure the crowds and keep them there. With another standout project under his belt, I cannot wait to see what is next, there is no stopping the Dixon brand.